If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from his angle as well as your own.” - Henry Ford.
Empathy is the ability to see and perceive situations and events from another person's point of view. For companies, empathy is being able to see the world from their customer's perspectives.
In this article, we will see how companies can make their marketing empathetic.
What is empathetic marketing?
Empathetic marketing is all about connecting with your customers. It is to get into their minds and understand challenges, desires, and motivations.
You don't just sell your product or service, but you stir an emotion. The goal here is to strengthen the relationship between your brand and the customer.
Why is empathy in marketing important?
“95% of the purchasing decisions are subconscious”, Harvard Business School Professor, Gerald Zaltman.
Emotions and connections have become critical for marketing success today.
Empathetic marketing emotionally connects to your customers. It gives better outcomes as emotions drive the buyer's behavior.
How to bring empathy into your marketing?
Here are three ways to implement empathetic marketing:
- Get into customers’ shoes to know their why: Put yourself in your customer’s shoes. Think like them and understand their problems and desires.
- Let customers know your why: Let the customers know your brand’s ‘why’, i.e., your values and purpose. People buy for the brand values than the product itself.
- Be authentic: An authentic brand presents itself sincerely. It creates a genuine connection with its audience. In a world overcrowded with products and services, customers need trustworthy brands. Hence, show your customers what your brand truly is and build authentic connections.
When companies emotionally connect with their customers, their marketing efforts reap better results.
A study by Motista says that emotionally connected customers have 306% higher lifetime value. These customers also rate brands higher compared to satisfied customers.
Thus, empathetic marketing helps you understand the customer's problems and solve them better.